marketing communication

It is especially difficult for professional service firms, including creative agencies, to distinguish much less differentiate themselves. Your Positioning may inform the development of your Competitive Advantage, but your Competitive Advantage will determine your actual Position. I find David C. Baker’s thinking on leading and managing creative service businesses, and professional services businesses, exceptionally relevant, … Read more Do You Have A Competitive Advantage? Are You Sure?

As a compliment to my last post, Assess for Success – 6 Ways to Evaluate And Improve Your Business: Part 4 Customer Segmentation, below is a link to a HubSpot post “How to Create an Ideal Client Profile.” It is written with ad agencies in mind, but can be adopted for and adapted to any professional … Read more Ideal Clients – More On How to Create an “Ideal” Client Profile

This is the 4th installment of Assess for Success: Part 4 – Customer Segmentation. This process follows SWOT Analysis; Feature, Benefit, & Value Mapping; and Competitive Analysis. All of these processes, as well as those yet to come are designed to help owners and their teams identify and update outdated or mistaken beliefs and assumptions … Read more 6 Ways To Evaluate & Improve Your Business: Part 4 – Customer Segmentation

A Disturbing Trend in Business Communication Over the past couple of decades, the global economy has become more knowledge and service-based. It’s led to a proliferation in the number of professional service firms, specifically, consultancies, and more specifically, marketing firms, including but not limited to branding, design, advertising, digital, interactive, web, social media, and countless … Read more “What We’ve Got Here Is Failure to Communicate!”